November 28th, 2022, Lesley Simeon
Ocado has announced a three month-long trial of a new on-pack technology, designed to support a digital deposit return scheme and to tackle single-use plastic. As part of the trial, each of the retailer’s fully recyclable milk bottles will feature unique QR codes. Upon purchasing the item, consumers can scan the code using their mobile phones, discard the item in an existing recycling bin and redeem a deposit straight into their mobile wallets.
To what extent do Ocado’s customers share the wish to recycle?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 60% of the online grocer’s regulars agree with the statement that they need help to reduce the amount of plastic they use. In comparison, 47% of the general Great Britain (GB) population agrees with the statement. 35% of Ocado’s customers and 39% of the general population disagree with the statement.
Data shows that nearly half (49%) of Ocado’s customers agree that they buy only from companies that are socially and environmentally responsible – so do 36% of the general GB population.
Ocado’s latest scheme targeting single-use plastic helps buyers redeem their deposits on their phones itself, rather than visiting stores to do so. With a significant section of its consumers and the general population agreeing they need help to reduce their plastic consumption levels, the retailer’s ongoing trial might find favour among its target audiences. It’ll also be interesting to see if the benefits attached to the recycling efforts sway the 23% and 27% that currently have no opinion.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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